THE USES OF LYRICS FOR MARKETING COMMUNICATION IN SOCIAL MEDIA AMONG THE RECORD LABELS IN THAILAND: A CASE STUDY OF FACEBOOK FANPAGES

Abstract

The objectives of this research are to study the details of messages with lyrics, to study the purposes of published messages with song lyrics, and to study the receivers’ responses from the messages with lyrics based on Facebook Fanpages of record labels in Thailand. In order to obtain the guideline in preparation and development of the messages with lyrics for Marketing Communications to record label’s entrepreneurs and music businesses, the researcher used a qualitative research method with documentary research, which collected the information of the messages with lyrics through social media, Facebook Fanpages of record labels for the past 3 months, including ‘What The Duck’ and ‘Spicydisc’. Then take the information into data records table that the researcher created.

The results showed that creating a message with lyrics, the lyrics should be put on an image and in the post caption. The image used should be pictures from music videos and any newly created images that related to the lyrics used. Multiple images for a single post should not be used. In the lyrics section, it is recommended to choose only 1 part from Verse, Chorus, or Bridge to compose the message. Do not include lyrics from multiple parts of the song or put lyrics from the entire song in one image or post. Also, lyrics that are more than 4 lines or more than 30 syllables should not be included and lyrics from multiple songs or artists should not be used together for a single post.